My prediction for this project is based on category history and the fact the execution is flawless at every level. Even the Website is awesome with its interactive "switch" feature. (Check it out for yourself: It's really cool!)

That said, there are valid concerns as well. This is not a plush toy, so it's not as huggable or lovable. Of course, that may also be a good thing since plush has been done to death! The toy is also not very interactive. It glows, and that's it. That didn't hinder Glow Pets, or Pillow Pets for that matter, but those toys were highly huggable/lovable.

What this boils down to is a SciMark-style experiment to discover what drives the success of products like this. Allstar and the H-M team have artfully isolated the 'fear of the dark' problem and presented a great solution. We'll see what happens ...

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About Me

I am the founder and president of SciMark Corp., a consulting firm that specializes in direct marketing techniques. I've helped launch dozens of consumer products in my career, some of which (such as the Finishing Touch/Micro Touch hair removers and the HD Vision line of sunglasses) went on to become household brands. I also helped pioneer two methodologies for identifying winning DRTV products that have become industry standards: online surveys and Web testing. In addition to publishing blogs, I contribute regularly to Response magazine and the official blog for the Electronic Retailing Association (ERA).